The ways of distribution of the popular IKEA catalogues changed in the past years. In Austria, a global test market, postal distribution got limited and the focus relied on a personal distribution via ambient and OOH-actions.
IDEA AND SOLUTION
To make the catalogue distribution a personal experience, we used promoters, promo-bikes, and branded a whole tram station in Vienna. Digitalization played its role since we integrated a touch screen in the bus station with an interactive catalogue.
We distributed 105k catalogues personally to customers in 8 city centers all over Austria. The catalogue recall was 3% higher than in the previous year. Additionally we distributed more than 77.000 IKEA goodies together with the catalogue.
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